Marigold Direct

The goal was to shift this 10-year-old logo to something more current and friendly. The client’s main concern was that existing customers still recognize the new identity as Marigold. The old identity had many issues. It looked too hi-tech – almost nuclear. It was not suited to client’s business. It was too complex and not recognizable as a flower. And it felt unstable due to balancing on only one ellipse. The biggest challenge was moving the look of the symbol towards an abstract flower. To do this, we turned it into a solid shape. The white inside the symbol gave the illusion that it was full of holes. We simplified the shape by removing the thick inner stroke, dark shadow shapes, and the outside line. The refreshed symbol now had the appearance of overlapping petals. The “Star Trek” inspired typeface was changed to a bold, clean font and Technologies was replaced by the word Direct.